wrangler jeans

A flag waving in the breeze. Mountains seen from a moving car. A kid sitting in the backseat, cradling a goldfish bowl in his lap. A man riding a mountain bike. A man relaxing on a porch. Also, a dog, a couple playing with their little girl, three people portaging a canoe, friends playing football in the rain, a father giving his little boy a haircut, another flag waving and a man on a rocky seacoast. (The footage that didn’t make the final cut must be longer than Ivan the Terrible Part 1 plus Ivan the Terrible Part 2.) The spot tosses so many images at you that you’re bound to like a few of them, while they’re all so inoffensive that you probably won’t out-and-out dislike any of them. That isn’t a formula for a wildly memorable spot, but it’s a reasonable approach for a brand claiming to be “as comfortable as going home again” and “as real as the best things in life.” Amid all the self-consciously edgy ads we see these days, this one has nary an edge in sight. Backed by a soundtrack of Credence Clearwater Revival anthem “Fortunate Son,” it’s utterly unhip—and proud of it. If the spot were highly imaginative, my hunch is that it’d do a worse job of propounding the themeline, “Real. Comfortable. Jeans.” By it’s nature, inventive imagery tends not to be comfortable